Simply Be installs Fujitsu tech at its stores

‘Magic mirrors‘ and rich media have successfully been installed in N Brown Group‘s first two Simply Be stores, as it attempts to replicate the online brand‘s innovative service on the high street.

Fujitsu worked with JD Williams, the principal subsidiary of N Brown, to create a fully multichannel experience in the very first Simply Be stores, which opened in Bury and Liverpool earlier this year.

The main aim was to create a seamless digital experience between the brand‘s established online site and the new stores, but as an added touch the outlets also feature changing room mirrors where customers can share photos of themselves in clothes on social media channels, such as Twitter and Facebook, before purchasing.

Neil McGowan, Chief Information Officer at JD Williams, said: “Technology is at the heart of providing our customers with an outstanding high street experience and our ability to provide a truly integrated multichannel service.

“While many of our competitors are looking at online to expand their services, we see the high street as a perfect opportunity to get close to our customers while providing the same flexibility, innovation and digitally-led experience they get already.

“Fujitsu not only brought its heritage within the retail sector to the partnership, it also provided the expertise and innovation we were looking for as we embarked on this exciting move.”

During the summer, Fujitsu won a contract with Asda to help transform the IT networks of the stores the grocery giant had purchased from Netto and it has experience working right across the retail sector.

N Brown intends to open six more Simply Be stores in early 2012 and Fujitsu will also be working on in-store tech for these locations.

Andy Taylor, Head of Retail Strategy at Fujitsu UK & Ireland, commented: “The biggest challenge currently facing retailers is how to integrate, manage and make the most of the multi-channel environment and JD Williams has a head-start by already having an incredibly robust online platform.

“Fujitsu, together with it‘s software partner, Enactor has used its expertise to ensure that, not only can JD Williams get the most value from the multi channel environment, but also that the high street presence can be achieved in less than six months from a standing start.”